Bupa Global has appointed Alison Massey (pictured) as general manager for Asia.
Massey will oversee the strategic direction and commercial performance of the health insurance provider across Hong Kong, Singapore, and Indonesia. Her focus will be on digital transformation and delivering health and wellbeing solutions to individuals, families, and corporate clients throughout the region.
Massey brings to the role more than two decades of international private medical insurance experience. Her most recent role was global head of health at HSBC, where she directed customer innovation and development strategies across global and key Asian markets. Before that, she served at Now Health International, helping scale the business from four markets to nine territories and building a fully digital platform.
Bupa Global managing director Anthony Cabrelli said the Asian markets hold significant potential for the company’s growth.
“The Asian markets represent a cornerstone of our global strategy, and the potential for expansion in the health insurance sector here is immense,” Cabrelli said. “Her proven ability to generate commercial success, combined with her dedication to digital advancement and customer experience, makes her the ideal leader to reinforce our standing in the market and provide unparalleled healthcare services to our clients.”
Massey said she sees growing demand for digitally driven health solutions across the region.
“It is a privilege to join Bupa Global during this transformative period for Asia’s health insurance landscape,” Massey said. “There is an accelerating need for proactive health solutions that are both digitally sophisticated and centered on the customer experience.”
Established in 1971, Bupa Global is the premium health insurance arm of Bupa, serving customers worldwide with access to approximately two million medical providers on a direct settlement basis.
The appointment follows a period of expansion for Bupa’s Asia operations. In December, Bupa Hong Kong broadened its healthcare network to include more than 6,500 hospitals and service points across Mainland China and Hong Kong. Through its Bupa Green Concierge service, customers gained priority outpatient and hospitalization booking access to more than 3,600 hospitals across 300 Chinese cities.
Months earlier, in August 2025, Bupa Hong Kong launched Blua Health Pass, a subscription-based outpatient healthcare solution with plans starting at HK$250, giving customers access to preventative care across digital and physical touchpoints, including general practitioners, specialists, Traditional Chinese Medicine practitioners, and physiotherapists.
